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Understanding the Difference between Sessions and Clicks in ad:personam Reporting

When analyzing your ad in ad:personam Self Serve DSP and comparing the click metrics with the traffic stats from , you may notice discrepancies in the numbers. It's important to understand that these metrics, clicks and sessions, are fundamentally different and serve distinct purposes.

Clicks represent the number of times your ads were clicked by users. It is a direct measure of user interaction with your ads. On the other hand, sessions refer to the number of unique sessions initiated by users on your website within a given time frame. A session encompasses a series of interactions that occur on your site, including page views, social interactions, events, or transactions.

To put it simply, a session can be seen as a container that holds all the actions a user takes on your site during a specific time period. It's important to note that one user can have multiple sessions, and these sessions can occur on the same day or over an extended period, ranging from days to weeks or even months.

While clicks are self-explanatory, representing the physical action of clicking on an ad, sessions provide a holistic view of user engagement on your website. It's crucial to understand that clicks and sessions are separate metrics, and differences between them are normal.

Platforms like ad:personam and Google Ads track clicks, providing insights into ad interactions, while Google Analytics focuses on tracking sessions to offer a comprehensive understanding of user behavior on your site.

There are several reasons why you might encounter discrepancies between clicks and sessions:

  1. Multiple Clicks by the Same User: If a user clicks on your ad multiple times within a short time frame, Google Analytics will count it as a single session, while ad:personam records each click separately.
  2. Returning Users: Users can click on your ad, bookmark your site, and return later during a different session. In this case, ad:personam registers multiple clicks, but Google Analytics recognizes it as separate sessions.
  3. Quick Clicks and Bounces: Users may click on your ad but leave the site quickly before Google Analytics can record the visit as a session. However, ad:personam will count it as a click.
  4. Session Timeout: Google Analytics sessions are timed out after 30 minutes of inactivity. If a user returns to your site after the session has timed out, it will be counted as a new session, while ad:personam will still count each subsequent click.

In conclusion, discrepancies between clicks and Google Analytics sessions are normal due to their distinct measurement methodologies. However, both metrics can provide valuable insights into your ad campaign's performance. By analyzing trends and patterns in both sets of data, you can gain a comprehensive understanding of your campaign's effectiveness.

It's important to note that these discrepancies cannot be reconciled, as they stem from the differences in tracking methods. Advertisers should be aware of these variations and leverage both click and session data to make informed optimization decisions.

If you have any questions or need further clarification regarding click and session tracking in ad:personam Self Serve DSP, please feel free to out to our customer support team. We're here to assist you and help you make the most of your ad campaigns.